manchester united - cult branding

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Agenda• Introduction• History • Vision• Current position• Man UTD Brand• Achievements• Valuation Breakdown• Official Sponsors• Business Model• Strategy• Man UTD Delivers• Theatre of Dreams• Man UTD Supporters club• MUFC Mumbai• Cult Brand• The RED Army

Introduction

• One of the most popular football club in the world.

• Highest average home attendance in Europe • 200 officially recognized branches of the

Manchester United Supporters Club (MUSC),

HistoryEarly Years (1878 – 1945)

• Formed 1878 as Newton Heath LYR F.C. by Carriage & Wagon Dept. of Lancashire & Yorkshire Railway Depot at Newton Heath

• First Colour Green & Gold – First Recorded Match 1880• 1888 Founding Member of “The Combination” a regional football league. League

dissolved in a season and Joined Newly formed “ Football Alliance” which ran for 3 seasons.

• 1892 – 93 part of the first division – Independence from Rail company and drops “LYR”. Post 2 seasons part of second division.

• 24th April 1902, Manchester United F.C. officially born under the leadership of Ernest Mangnall.

• Oct 1927 – Death of J. H Davies – Principal Benefactor Club was almost Bankrupt.• Dec 1931 – James W. Gibson takes over by investing £ 2000.

History Busby Years (1945 – 69)

• 1945 – Matt Busby Takes over Management of the club.• Second place league finishes in 1947, 48 ,49 & FA CUP victory in 1948• 1952 – First Division – First League Title in 41 Years.• With a Team average age of 22 years – 1956 – Media title the team “The

Busby Babes”• 1957 – the First Indian Team to Compete in the European Cup• 6th Feb 1958 – Munich Air Disaster – Loss of 8 Players – Busby Injured, Jimmy

Murphy Takes over Management.• 1968 – 1st English and 2nd British Team to Win the European Cup.

History (1969 – 86)

• 1969 – 70 – 8th Place, 1970 – 71 – Poor Start forces Busby’s temporary comeback.

• Bryan Robson was the captain of Manchester United for 12 years, longer than any other playe

• 1971 – Franck O’ Farell – Manager for 18 months• 1972 – Tommy Docherty• 1977 Dave Sexton• 1979 – lost to Arsenal in FA Cup Final• 1981 – Sexton Dismissed over alleged affair with Team Physiotherapists’ Wife.• 1981 – Ron Atkinson Takes over Management• 1983 & 1985 – Won the FA Cup• 1985 – 86 – 13 Wins and 2 Draws in the first 15 Matches of the League – all

time favourite, but still finished 4th Place• Following Season – Atkinson Dismissed in November at Risk of Relegation.

HistoryFerguson Years (1986 – 2013)

• Sir Alexander Chapman "Alex" Ferguson, CBE (born 31 December 1941) is a former Scottish football manager and player who managed Manchester United from 1986 to 2013. His time at the club has led to Ferguson being regarded as one of the most admired and respected managers in the history of the game

• 1990 – Historic win in the FA Cup over a replay Match (3-3 Draw) with “Crystal Palace” Saves Ferguson’s Job

• In the 1998–99 season, Manchester United became the first team to win the Premier League, FA Cup and UEFA Champions League – "The Treble" – in the same season.

• Manchester United won the league again in the 1999–2000 and 2000–01 seasons. The team finished third in 2001–02, before regaining the title in 2002–03. They won the 2003–04 FA Cup, beating Millwall 3–0 in the final at the Millennium Stadium in Cardiff.

• On 8 May 2013, Ferguson announced that he was to retire as manager at the end of the football season, but would remain at the club as a director and club ambassador.

The club announced the next day that Everton manager David Moyes would replace him from 1 July, having signed a six-year contract

Vision

United …committed passion for success

Non-discriminatory …accessible to all

Innovative …to be ‘first to the ball’ at all times

Team oriented …working together with dedication

Excelling …to be the world-class leader

Determined …in pursuit of success whilst being accountable

Current Position

Forbes List(2013)Most Valuable Teams

Man UTD Brand

-Team Value1 $3,165 M (£2,018 M) as per April 2013-Domestic Leaque Championships:19-Revenue: $502 M (£320 M)-Operating Income2 : $144.0 M (£92 M)-Debt/Value3 : 18%-Match Day: $878 M-Broadcasting: $925 M-Commercial: $930 M

Achievements

ValuationBreakdown

Official Sponsors

Business Model

• Commercial – Sponsorship, Retail, Merchandising, Apparel and Product Licensing, New Media and Mobile.

• Broadcasting – via MUTV to 54 countries.• Match-day – Old Trafford. • Financial/banking institution.• Museum.• Hospitals.• Schools. • Red Cafe.

Strategy

• Expand portfolio of global and regional sponsors.• Further develop our retail, merchandising, apparel

& product licensing business.• Exploit new media & mobile opportunities.• Enhance the reach and distribution of our

broadcasting rights.• Diversify revenue and improve margins.

MAN UTD DELIVERS

• Global Reach

• Continuity

• Visibility

• Recognition

• Trust

• Respect

• Brand Consciousness

• Propensity to buy

Theatreof Dreams

Capacity 75,731 seated

The Stadium

The statue of Sir Matt Busby, overlooking the East Stand forecourt.

The United Trinity, a statue of Manchester United's "holy trinity" of Best, Law and Charlton

Man UTDSupporters Club

• More than 300 Clubs spanned across no less than 24 countries.

• 200 officially registered clubs.• 659 million supporters.• According to the team’s own data, in the 2011-2012

season, some 3 billion people in more than 56 countries tuned in to its matches.

MUFC Mumbai

• It all started in July 2006 @ CCD Marine Drive• Group of friends (Initiator- Saumil, Sunil) thought of making a

Manchester United Fan Club in mumbai, made a community on Orkut.

• Within a week total 17 people (including me and my group) joined the community and planned to meet for forming a Fan Club – “First ever Fan Club in India”

• 1st Screening at Hotel Avon Ruby – 22 Attended.– Followed with lot of meetings, Screening at sports bar, Hotel Avon

Ruby and many others.– Started to show our presence and urged supporters to join the club.– Internal Football matches at Juhu with Hoardings.– First Ever Times in 2008. – Manchester United Fan Club Mumbai

(MUFCM)–

MUFC Mumbai

• In 2009-10 – We had 4000+ supporters only in Mumbai, targeted other cities similar clubs for forming and joining the club.

• Few Important Facts for Journey till Manutd Café Entered India:

• Invited Denise Ritche – Under-19 Football coach to Mumbai.

• In Jan 2009, We had Sent Sunil Thakur to Manchester for meeting a Fan Club Approval in mumbai.

MUFC Mumbai

• 2006 – Friends who Made a Community and had thought of to make a Fan club

Aug 2006 - 1st Get together in Mumbai – Hotel Avon Ruby – Dadar

MUFC Mumbai

Aug 2006 - 1st Get together in Mumbai – Hotel Avon Ruby – Dadar

MUFC Mumbai

Match Against Arsenal in 2009

MUFC Mumbai

• David Beckham, Wayne Rooney, Cristiano Ronald -- magnet for securing fans’ loyalty to the team.

• Alex Ferguson has been a bastion of loyalty and clear proof of how a brand can maintain a way of working for over 20 years.

Cult Brand Individual Brands

Maslow’sNeed Hierarchy

CULT BRANDS become integral to their customers’ lives by linking their products and services to higherlevel needs.

Psyche Analysis

• Archetypes are “the forms which the instincts assume.” by Carl Jung.

• Two sides of the same coin:– Human Needs: Esteem– Archetypes: Warrior

Brand Image

• Warrior

• Fighter

• Glory

• Pride

• Super natural

• Powerful

• Out of the world

Brand Portrayal

The “Warrior” Image

“Super Powers”

“Super Powers”

“Super Powers”

Fans At Old Trafford

The Red Army

This tattoo shows the treble trophies from the 1999 season.

References

• http://www.morillas.com/en/blog-en/branding-and-sport-the-case-of-manchester-united/• http://www.slideshare.net/cultbranding.com/introduction-to-cult-branding-the-truth-

behind-customer-loyaltyhttp://www.slideshare.net/4uManas/cult-brands

• .http://cultbrands.net/manchester-united/• https://www.evernote.com/shard/s222/sh/16f61645-9e6f-4694-8ef3-a060c07b21af/

30213e9420e677fb2200c343a585c0dd• www.manutd.com/• en.wikipedia.org/wiki/Manchester_United_F.C.• http://www.slideshare.net/cultbranding.com/archetypal-branding-2